Is that different to you than, for example, releasing a change to a product to everyone and observing the change in metrics?

if that change is the same to every user, then I would start my argument from the position that it is, in fact, different;

if the user can tell that something changes because of a new features/changelog that explains it (or lists it for more trivial changes), again, seems different.

I would be open to discussion on how it's the same, or how it's unethical, though